EG307-5-AU-CO:
The Customer Experience 2

The details
2019/20
Edge Hotel School
Colchester Campus
Autumn
Undergraduate: Level 5
Current
Thursday 03 October 2019
Saturday 14 December 2019
15
12 April 2019

 

Requisites for this module
(none)
(none)
(none)
(none)

 

(none)

Key module for

BA N863OS Hotel Management,
BA N863SS Hotel Management,
FDA N86GSS Hotel Management

Module description

This module will build on your understanding of the importance of the centrality of the customer experience as fundamental to all activity within a hotel business. You will develop a greater understanding of the tangible and intangible components of the customer experience and how the components of delivering the customer service encounter and the service need to be in place to exceed customer expectations.

Module aims

This module aims to enable to you:
1. Demonstrate a critical understanding of the CDMP in relation to the hospitality
product.
- An introduction to the concept of the customer decision making process and its influences;
- Culture and hospitality consumption: the role of values, attitudes, norms and beliefs on global consumption.

2. Critically analyse the effectiveness of different marketing approaches.
- An introduction to the concept of the marketing of the service encounter;
- Segmenting markets and the contemporary consumers;
- Identifying competition, innovation and competitive advantage in delivering customer services.

3. Critically review the current marketing issues in contemporary hotel businesses.
- Critically evaluating the changing nature of the ‘experience’ economy;
- Developing and implementing the concept of the hospitality performance and the theatre of hospitality;
- Implementing innovation in concepts of service delivery and evaluating the results.

4. Critically evaluate the importance of branding and merchandising to hospitality
businesses.
- Understanding the importance of merchandising and its impact on organisations profitability;
- An introduction to the concept of the brand and the key players in the hospitality industry.

Module learning outcomes

At the conclusion of this module you should be able to:
1. Demonstrate a critical understanding of the CDMP in relation to the hospitality product.
2. Critically analyse the effectiveness of different marketing approaches.
3. Critically review the current marketing issues in contemporary hotel businesses.
4. Critically evaluate the importance of branding and merchandising to hospitality businesses.

Module information

No additional information available.

Learning and teaching methods

Learning and teaching will take the shape of individual and group tutorials, tutor led seminars and Wivenhoe House Hotel will be used to contextualize theory and illustrate practice. Self managed learning will supplement seminars and tutorials and students will be provided with guidance on required reading and on-line learning resources.

Bibliography

This module does not appear to have a published bibliography.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Weighting
Coursework Group Presentation 25%
Coursework Individual Report 75%

Overall assessment

Coursework Exam
100% 0%

Reassessment

Coursework Exam
100% 0%
Module supervisor and teaching staff
Adrian Martin
Edge Hotel School, ehs@essex.ac.uk

 

Availability
No
No
No

External examiner

Dr David Graham
Sheffield Hallam University
Principal Lecturer - Hospitality Management ext. 6090
Resources
Available via Moodle
Of 13 hours, 13 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).

 

Further information
Edge Hotel School

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